AUSTIN, Texas, Aug. 13, 2013 /PRNewswire/ -- Faced with the challenge of promoting a geographically and culturally diverse state, Texas Tourism successfully captured Texas' wide, natural beauty and eclectic, vibrant music scene in two award-winning television spots, "Great Outdoors" and "Live Music," produced by Dallas agency Slingshot. The spots won highest honors in the travel/tourism category, winning silver and bronze statuettes at this year's 34th Annual Telly Awards.
The ads' cinematic approach takes viewers along for the ride to the Lone Star State. "Live Music," which won bronze, reminds potential visitors that Texas "isn't just country music, it's music country," featuring venues and genres from all over the state that lure music lovers to experience Texas music for themselves. "Great Outdoors," which took the silver, introduces travelers to Texas' mountains, beaches, wetlands and waterways with enticing visuals that attract explorers and trip planners alike.
The TV spots are the cornerstone of a new multiple-media tourism campaign aimed at travel-minded baby boomers, Gen-Xers and millennials ages 18 to 64 years old. The ads aired this year on cable television, and continue to run online in the U.S., Canada and the U.K.
"We are extremely proud of this campaign as it truly takes ownership of our tagline 'Texas – It's like a whole other county,' which is one of the most popular phrases in the travel industry," said Brad Smyth, Texas Tourism director. "With the variety of places to visit and diverse vacation experiences, a trip to Texas can truly feel like a journey to 'a whole other country.'"
The new commercials include close-ups, time-lapse shots and sweeping, wide perspectives. For the music spot, a 35mm crank camera was employed to add a nostalgic element to stock photography. Dallas-based production company Directorz and an all-Texan cast traveled to 20 locations, including Austin, Dallas/Fort Worth, Houston, New Braunfels, San Antonio, Big Bend National Park and South Padre Island.
Travel to Texas is on the rise. During 2012, more than 220 million visitors to Texas destinations spent more than $65 billion in the Lone Star State—up 7 percent over the previous year. Travel and tourism directly supported 568,000 jobs and generated $4.4 billion in local and state taxes—up 10 percent from the previous year.
The Telly Awards, founded in 1978, honor the best film and video productions, online video content and local, regional and cable TV commercials and programs.
About Texas Tourism:
Texas Tourism's mission is to enhance and extend local economic development efforts by marketing Texas as a premier travel destination in out-of-state domestic and international markets, generating non-Texan travel to the state, thereby creating revenue and jobs. Travelers in Texas enhance state and local economies as evidenced by preliminary estimates of $65 billion in direct travel spending in 2012 and more than 220 million domestic visitors to Texas destinations last year. Travel and tourism directly supported 568,000 Texan jobs and generated $4.4 billion in state and local taxes in 2012.
SOURCE Texas Tourism